Your guide to what Customer Education is, and why it matters for your business.
Customer Education is the discipline of teaching customers how to use and find value from products. As a business function, it benefits customers in many stages of their journey.
Before a sale, Customer Education educates buyers and influencers about the market and the product. After the sale, Customer Education educates users about how to use the product. This helps them get the most value over time.
Customer Education isn’t about the specific actions you take to educate the customer; it’s not about running webinars or delivering trainings or writing articles. Yes, it usually involves all of those. But what defines a Customer Education program is the role it plays in your business.
In the book, Customer Education: Why Smart Companies Profit by Making Customers Smarter, CELab co-host Adam Avramescu defines Customer Education and what it does for a business.
A Customer Education function strategically accelerates account and user growth by changing behaviors, reducing barriers to value, and improving the way people work.
Adam Avramescu, Customer Education: Why Smart Companies Profit by Making Customers Smarter
This definition doesn’t include which programs are included in your portfolio — and that’s intentional. Customer Education departments can use different programs and strategies to achieve the end goal, and no two are exactly alike. We’ll get into some common formats and programs later in this guide.
To learn why Customer Education is important, let’s break down the definition that we provided.
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